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LOS ANGELES — As Ford battles for its existence, it's understandable that its Lincoln brand rolled out the new 2009 Lincoln MKS flagship at the 2007 Los Angeles Auto Show on Wednesday with an eye toward hanging on to some traditional brand values.

The adjectives that Lincoln used to describe the MKS, which will arrive in showrooms next summer, include "understated," "timeless," "respectful" and "classic."

"Every element of this luxury sedan reflects the culture of Lincoln," said Peter Horbury, Ford's executive director of Design for The Americas. The company noted in a statement that the leather for the seats is supplied by "Bridge of Weir Leather, the same company that provided hides for the Ford Model T and the iconic Continental Mark II."

If the design of the new MKS errs on the side of old-school and conservative, Lincoln is poised to pour all of its futuristic effort under the hood. Sometime in 2009 — Ford isn't getting any more specific — the MKS will be the first vehicle to offer Ford's new gasoline turbo direct-injection engine technology. Ford spokesperson Sara Tatchio told Inside Line the engine specifications will be released later. The company says this engine will offer "the power and torque of a V8 with the fuel-efficiency of a V6."

The base engine on the '09 MKS is a new 3.7-liter V6 derived from the 3.5-liter V6 in the Lincoln MKX. The MKS's engine delivers 270 horsepower and 265 pound-feet of torque and is mated to a six-speed automatic transmission. The MKS can be ordered in front-wheel-drive or all-wheel-drive versions.

Ford is pitting the Lincoln MKS against the Lexus GS 350 and the Cadillac STS. The base FWD 2009 Lincoln MKS will start at $37,985, including a $750 destination charge. The base AWD 2009 Lincoln MKS will start at $39,855, including shipping. Ford pricing spokesperson Lydia Cisaruk said a "well-equipped" MKS will cost less than $50,000. In comparison, the 2008 Lexus GS 350 starts at $44,915, including a $765 destination charge. The Cadillac STS starts at $43,245, including a $745 destination charge. But both of those competitors outstrip the MKS in terms of horsepower.

Lincoln says the MKS will offer a slate of high-tech features including "intelligent access with push-button start" — which allows the driver to enter the vehicle and start it without a key — and adaptive cruise control. Other features include a THX-certified audio system with 5.1 Surround Sound and SYNC, Ford and Microsoft's hands-free voice-activated communication and entertainment system.
-edmunds